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What brand do I use for my new product? : the impact of new product branding decisions on firm value
Kovalenko, Larisa; Sorescu, Alina; Houston, Mark B. - In: Journal of the Academy of Marketing Science 50 (2022) 2, pp. 338-365
Persistent link: https://www.econbiz.de/10012819760
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How nostalgic brand positioning shapes brand equity : differences between emerging and developed markets
Heinberg, Martin; Katsikeas, Constantine S.; Ozkaya, H. … - In: Journal of the Academy of Marketing Science 48 (2020) 5, pp. 869-890
Persistent link: https://www.econbiz.de/10012301292
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A systematic review of brand transgression, service failure recovery and product-harm crisis : integration and guiding insights
Khamitov, Mansur; Grégoire, Yany; Suri, Anshu - In: Journal of the Academy of Marketing Science 48 (2020) 3, pp. 519-542
Persistent link: https://www.econbiz.de/10012290970
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Communicating brand biographies effectively : the role of communication source
Tezer, Ali; Bodur, H. Onur; Grohmann, Bianca - In: Journal of the Academy of Marketing Science 48 (2020) 4, pp. 712-733
Persistent link: https://www.econbiz.de/10012293328
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Negative word of mouth can be a positive for consumers connected to the brand
Wilson, Andrew E.; Giebelhausen, Michael D.; Brady, … - In: Journal of the Academy of Marketing Science 45 (2017) 4, pp. 534-547
Persistent link: https://www.econbiz.de/10011737468
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Once they've been there, they like to share : capitalizing on ephemerality and need for uniqueness to drive word of mouth for brands with pop-up stores
Henkel, Laura; Toporowski, Waldemar - In: Journal of the Academy of Marketing Science 51 (2023) 6, pp. 1284-1304
Persistent link: https://www.econbiz.de/10014446663
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Disposal-based scarcity : how overstock reduction methods influence consumer brand perceptions and evaluations
Oanh Dinh Yen Nguyen; Bucic, Tania; Ngo, Liem Viet; … - In: Journal of the Academy of Marketing Science 51 (2023) 6, pp. 1305-1326
Persistent link: https://www.econbiz.de/10014446668
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An empirical study of scarcity marketing strategies : limited-time products with umbrella branding in the beer market
Ishihara, Masakazu; Kwon, Minjung; Mizuno, Makoto - In: Journal of the Academy of Marketing Science 51 (2023) 6, pp. 1327-1350
Persistent link: https://www.econbiz.de/10014446679
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Income inequality and consumer preference for private labels versus national brands
Kurt, Didem; Gino, Francesca - In: Journal of the Academy of Marketing Science 51 (2023) 2, pp. 463-479
Persistent link: https://www.econbiz.de/10014251193
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How has the effect of brand personality on customer-based brand equity changed over time? : longitudinal evidence from a panel data set spanning 18 years
Luffarelli, Jonathan; Delre, Sebastiano A.; Landgraf, Polina - In: Journal of the Academy of Marketing Science 51 (2023) 3, pp. 598-616
Persistent link: https://www.econbiz.de/10014251247